Social Factors towards Learning and Shifting in Consumer Spending from Traditional Markets to Modern Markets

Abstract

The growth of modern markets (supermarkets) has a big influence on traditional markets, especially regarding their consumers. The purpose of this study was to analyze the influence of social factors on learning and shifting in shopping behavior from traditional markets to modern markets. The study used a survey method with a sample of 257 respondents modern market consumers determined by the accidental respondent method. The collected data is then analyzed using the Structural Equation Modeling (SEM) model with the help of AMOS Software Version 18.0. The results of this study indicate that social factors have a positive but not significant effect on learning and shifting shopping behavior from traditional markets to modern markets.